•What is marketing research? How has the Internet affected marketing research? As a part of your answer, address time, cost, approaches, and validity. Why is marketing research important in developing marketing strategy? DQ: 2.1, 5.2

•What is competitive intelligence? What is the importance of competitive intelligence and analysis in modern-day marketing? How can a company’s marketing organization ensure that it is able to identify newly emerging competitors in time to plan and execute an effective marketing strategy in response to these competitors? DQ: 2.2

•What are the different types of buyers and consumers? How does the type of buyer or consumer affect marketing strategy? As part of your response, consider the characteristics of buyers and the factors that influence their purchasing decision. How can an organization ensure that its market strategy is appropriate for its target market? DQ: 2.4

Individual

Marketing Mix PaperWrite a 1,400- to 1,750-word paper in which you describe the elements of the marketing mix: product, place, price, and promotion. Include the following:

Select an organization with which you are familiar and describe how each one of the four elements of the marketing mix affects the development of the organization’s marketing strategy and tactics.

Describe how each element is implemented.

Identify your selected organization and the industry in which it exists.

Format your paper consistent with APA guidelines.

Learning Team

Marketing Plan: Phase ICreate a new product or service for an existing organization. This product or service will be the basis for your Marketing Plan Paper. Obtain your instructor’s approval of your product or service before beginning this project.

Write a 1,400- to 1,750-word paper that includes the following:

An overview of the existing organization

A description of the new product or service

An explanation of the importance of marketing to your selected organization’s success

A SWOTT (strengths, weaknesses, opportunities, threats, and trends) analysis on the new product or service

The marketing research approach you would use to develop the marketing strategy and tactics for this new product or service

Refer to the Marketing Plan Outline located on the student website for the general framework of the Marketing Plan.

Format your paper consistent with APA guidelines.

Solution Description

Week 2

Week Two Discussion Questions

•What is marketing research? How has the Internet affected marketing research? As a part of your answer, address time, cost, approaches, and validity. Why is marketing research important in developing marketing strategy? DQ: 2.1, 5.2